Media Communications Strategy, Public Relations Perspective

Nowadays, the economic globalization has been impacting our new lives more fiercely after the entry into WTO. China media is facing more beautiful chance and more severe challenges. At this point, it will be of great and realistic significance for china media to construct set up new communication strategy. Public Relations and Journalism are close together in theory and practice. Now, Public Relations have very important significant and value for the construction of media's communication strategy. It can build up favorable figure of media, communicate media with the other organizations, and improve the level of the interview and editing, but also being an effective management strategy. However, these matters have been always neglected by traditional theory of Public Relations and Journalism, which chronically regard media as the object and channel of Public Relations, never forwardly consider this problem from media's standpoint.This article tries hard to change the above-mentioned state, and discusses the relation of the Public Relations and Journalism from media's standpoint. It keeps pace with the Public Relations and Journalism's theory and practice, which analysis contemporary confronted challenge and problem of the change between Public Relations in-and-out media and management. The article includes the issues of the Public Relations in media, media's customer relation management, "win-win" strategy of Public Relations and Journalism, the relations of media and competitor, scheme of news under Public Relations, and so on. Therefore, as far as Public Relations is considered, it provides some new ideas and strategy about the communication strategy of media in new period.